UK: Brits to spend £2.4 billion on beer during Euros 2024 tournament

Brits are estimated to drink 604.5 million pints during this summer’s 2024 Euros tournament, new research finds, with spending predicted at £2.4bn over the 33 day championship, The Drinks Business reported on May 15.

Takepayments, a digital payment solutions providers, has conducted the research, analysing data, including the average price of a pint in the UK and our average beer consumption in Britain.

According to the research, Brits are likely to drink 604.5 million pints during the 33 day tournament, with 18,000 pints forecast to be consumed per day.

The total expenditure on beer during the Euros could be over £2.4 billion, a welcome influx for the country’s on-trade venues.

Pubs showing the matches are likely to benefit most. the Euro 2020 finals attracting 31 million TV viewers in the UK, and research from CGA by NielsenIQ into the 2020 Euros showed average daily sales soaring by 64% at venues where the tournament was shown, showing the overwhelming impact of the sport on sales. CGA also recorded a 5% drop in revenues at venues which were not showing the games.

Pubs will also be allowed to serve alcohol later if England or Scotland reach the semi-finals, it was announced last week.

The first game of the football tournament, between Group A teams Germany and Scotland, is due to take place on 14 June, while England’s is on 16 June against Serbia.

A 12-week public consultation launched in November 2023 examined whether it would be a good idea to permit venues usually allowed to serve alcohol until 11pm to open for an extra two hours on certain match days.

Home Secretary James Cleverly announced: “We have listened to the public through our consultation and will be extending pub licensing hours should England or Scotland reach the semi-finals or final of Euro 2024.”

The extension means that pubs will be able to pour pints until 1am.

Takepayments has broken its figures down to include the per person spend, which averages at £74.25 spent on beer alone.

15 May, 2024